RESUMEN
O efeito de vídeos de desenhos com publicidade de alimentos saudáveis e não saudáveis versus vídeos neutros sobre as escolhas alimentares foi avaliado em 24 crianças de escola pública. Os vídeos foram apresentados em cinco sessões, sendo cada grupo exposto a uma sequência específica de publicidade. Após a exposição, a criança escolhia figuras de alimentos para as refeições do dia. Análises intra e entre sujeitos, por meio da Ancova de medidas repetidas, demonstraram que, com a mudança de vídeo, as crianças alteraram em até 13% a escolha de alimentos saudáveis ou não. O aumento da exibição de publicidade de alimentos saudáveis e a diminuição da publicidade de alimentos não saudáveis pode contribuir para a alimentação e peso saudáveis.
The effect of cartoon videos with advertisements of healthy and unhealthy food versus neutral videos on food choices was assessed in 24 children from a public school. The videos were presented in 5 sessions. Each group was exposed to a specific sequence of advertisement. After the exposure of the videos, the child chose food figures for daily meals. Within and between subject analyses, performed by repeated measures ANCOVA, showed that with change of videos, the children altered by up to 13% their choices of healthy or unhealthy food. The increase of healthy food advertising and the decrease of unhealthy food advertising may contribute for healthy food and weight.
RESUMEN
The objective of this study was to analyze television advertisements from different TV channels which are part of the Chilean National Television Association. During one week in January and one week in February of 2010 the advertisements were screened. The analysis selected and classified food's advertising as healthy, moderately healthy and unhealthy based on food's critic nutritional components: total fat, saturated fat, carbohydrates and sodium using as reference a classification chart called "Traffic Light System" and created by the UK Food Standard Agency. Sixty thousand four hundred and twenty five (6.425) advertisements were registered and analyzed accounting for 56 hours and 36 minutes in total. One thousand forty five (1.045) advertisements were identified as food advertisements (16 percent) accounting for 7 hours and 42 minutes (14 percent) of the total. Nutritional labels of the products were studied in order to classify and select them as described above. From the total offood advertisements it was observed that 64 percent were related to unhealthy food; 27 percent to moderately healthy and 9 percent to healthy food; accounting for respectively 62 percent, 30 percent and 8 percent, respectively, of the total time reported on food advertisement. Food advertisements are mostly unhealthy, promoting food consumption with high levels of fat, sugar and sodium. The broadcasting of this type of advertisements by television promotes the population to follow unhealthy life styles which result in a deterioration of their health.
El objetivo de este estudio, fue describir la Publicidad Alimentaria emitida por los canales pertenecientes a la Asociación Nacional de Televisión. En una semana de enero y una de febrero del año 2010 se seleccionó y clasificó la publicidad alimentaria emitida como saludable, medianamente saludable y no saludable, en base al contenido de nutrientes críticos; grasa total, grasa saturada, hidratos de carbono simples y sodio. Se utilizó como criterio de referencia, la tabla de clasificación de la Agencia Nacional de Alimentos de Inglaterra, denominada "semáforo nutricional". Se registraron y analizaron 6425 anuncios correspondientes a 56 horas 36 minutos continuas de tiempo, de ellos, se identificaron 1045 anuncios alimentarios (16 por ciento), equivalente en tiempo a 7 horas 42 minutos (14 por ciento) del total. Se examinaron las etiquetas nutricionales de los productos para la selección y calificación en saludable, medianamente saludable y no saludable. Se observó, que del total de la publicidad alimentaria, el 64 por ciento correspondió a publicidad alimentaria no saludable; el 27 por ciento, a publicidad alimentaria medianamente saludable y, el 9 por ciento publicidad alimentaria saludable, con un tiempo de emisión de un 62 por ciento, 30 por ciento y 8 por ciento, respectivamente. La publicidad alimentaria emitida es principalmente no saludable, promueve el consumo de alimentos altos en grasa, azúcar y sodio. La televisión al emitir esta publicidad promueve e incentiva a la población a llevar estilos de vida no saludables, en desmedro de la salud de la población.